Building Pipeline From an Island: Kerry Guard on Digital Demand Gen
w/ Kerry Guard
Hosted by Peter Wheeler · 48 min
Show Notes
Kerry Guard runs MKG Marketing from the island of Guernsey — Channel Islands, not the Caribbean — and has spent 12 years building a boutique demand generation agency focused on SEO, paid digital, and analytics for B2B tech companies. She's seen the shift from MQL-chasing to pipeline quality play out in real time, and has strong opinions on where most demand gen programs fall apart: measurement. Kerry breaks down how to build a content and paid strategy that actually compounds.
Key Takeaways
Demand gen falls apart at measurement — most attribution models are wrong and leaders know it
SEO and paid search work best as a unified strategy, not competing channels
Pipeline quality beats pipeline volume — a smaller, better-qualified funnel closes faster
Agency model survival requires extreme niche clarity and client fit discipline
Remote-first, globally distributed teams are a competitive advantage when culture is intentional
The Slap Summary
- ✓Demand gen falls apart at measurement — most attribution models are wrong and leaders know it
- ✓SEO and paid search work best as a unified strategy, not competing channels
- ✓Pipeline quality beats pipeline volume — a smaller, better-qualified funnel closes faster
Guest
Kerry Guard · MKG Marketing
Kerry Guard is the CEO of MKG Marketing and a demand generation expert specializing in digital marketing for B2B tech companies. She focuses on building pipeline through content, SEO, and paid search strategies that drive measurable results.